CASE STUDY:
KEY CAMPAIGN OBJECTIVES
Build brand awareness among those who have associate degrees in Nursing (RNs & LPNs)
Educate and communicate the benefits of receiving a BSN online from USA
Reach potential applicants in an environment where they are focused on professional development in order to gain a higher number of completed applications
Be a top option for those who are actively searching for USA Nursing’s offerings
SOLUTIONS
Email Marketing
SEM
Social Media
Digital Display
Content Marketing
Email Marketing
Targeted emails were delivered directly to the inboxes of RNs/LPNs, communicating the benefits of continuing their education and earning a BSN with USA CON.
Social Media Marketing
Targeted to RNs/LPNs on Facebook, Instagram and LinkedIn who might have an interest in earning their BSN.
SEM
AMG launched a search engine marketing campaign across the top search engines: Google, Bing, and Yahoo! to increase visibility in search results for active seekers for BSN/MSN programs.
AMG tracked performance indicators such as goal completions, session duration and overall quality of site traffic and optimized the campaign accordingly.
Digital Display
In order to create awareness for USA Nursing, a targeted online display advertising campaign was deployed on AL.com. One ad set promoted their blog posts, and the other had a CTA (call to action) of applying for the nursing program.
Content Marketing
Six blogs were created, posted and promoted in order to educate readers and boost USA College of Nursing’s message to potential applicants:
- HR insider tips for securing the nursing career of your dreams
- Self-Care Tips for Success as You Pursue Your BSN
- 5 Reasons to Obtain a BSN Degree
- RN to BSN: Choose USA College of Nursing to Advance your Career
- Advancing your health care career when the world needs you most: Fast-track your impact with the RN to BSN program
- How Understanding Healthcare Policy Can Help You Up the Ante on Your Nursing Career
RESULTS
USA Nursing’s brand and message has been seen 2,346,296 times, increasing awareness for the online RN – BSN program across the state of Alabama. (com, Network, Facebook and Email Display ads combined.)
AMG drove 7,629 users directly to their website, with 65% of these users coming from Facebook.
More than 2 million (2,346,296) impressions, 6,411 hours of brand exposure via display ads, 7,629 clicks to website throughout the duration of the campaign
There was a total of 21 new students for the 2021 Spring semester – up from only 9 new students prior to the campaign.
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